As my final project for JOMC713, I have written an essay titled “Friend or Foe: Exploring the Impact of Social Media and Other Technology on the College Admissions Process”. The idea for the essay grew out of my interest in how to assess your target audience’s comfort level with and interest in technology; how to then incorporate the most appropriate technology into the admissions and financial aid processes; and how to ultimately avoid any legal liability based upon the use of the chosen technology. Although the essay does not fully address all of the different aspects of my interest, as outlined above, it provides a foundation for additional research in the future.
Just as technology continues to evolve, changing how and when we communicate with others, so do the ways in which colleges and universities recruit and “vet” their prospective students. Many institutions are moving towards, or have already adopted, completely paperless processes. This serves to expedite the communication exchange and often better positions them in the college choice process. Some of these same institutions are using various technologies to control the information that they gather about potential students, as well as the information that those same individuals gather about the institution. These include blogs, social media sites, and websites dedicated to the college choice and admission process. This essay will explore these different trends and their overall impact on the college admissions process. This is explored through examining what is important to prospective students, the current trends, and the review of current literature and research related to the use of technology, all within the context of the college admission process. The resources include blog articles, journal articles, individual institution websites, reports on research studies, and websites devoted to the college admissions process.
The main conclusion is that there are benefits to the use of technology in the college admissions process. Institutions should consider using it to recruit and attract prospective students, and prospective students should consider using it to narrow their college choice, but they must also be careful of the ways in which they utilize the technology. Not utilizing a certain technology to its full potential, or in a way other than its intended purpose, may be worse than just not using it at all. Technology may be used to determine whether there is information that reflects negatively on potential students, but those same individuals may use it in a similar way to gather and/or share negative information about various institutions. Institutions must ensure they are not using the technology on a superficial level. In general, both students and institutions must be careful of authenticity and authorship, regardless of whether the information is positive or negative. The widespread presence and popularity of personal publishing places a sort of “warning label” on any information that is readily available from unofficial sources.
The most important recommendations are to incorporate technology as a supplement or enhancement to the admissions process; be critical of the information that one receives about prospective applicants or institutions; familiarize yourselves with available technologies, making sure they are used properly and to their full potential; and acknowledge that everyone has different preferences and skill sets, as it relates to technology.
Please feel free to read the full essay here: inman_713_fa09_essay